But what do you do when sales decline because of increased competition? That was the marketing challenge… with results you could duplicate.

Here is how I handled the challenge with my team at CDMG. The overall answer was to apply the most advanced direct response copy and graphic strategies to energize the Hollywood Reporter’s marketing campaign.Copy and strategy can have a powerful impact on advertising and marketing.

To help expand sales and profitability, we incorporated the following strategies that should work for you as it did for Hollywood Reporter. So we…

1. Used personality.

We took the name of one of the associate publishers that would be recognizable and put a face on the marketing – a spokesperson.

2. Created a direct response copy approach, with a strong “you” and “benefit” orientation.

3. Helped build up the company credibility – which defined their unique selling proposition (USP).

For example, our direct mail said, “With 144 staffers, unmatched resources, and deep contacts, my team and I have long been Hollywood’s #1 source for insider information.”

In other words, copy that connected and built up the credibility of the organization.

“Nobody’s more connected than Hollywood Reporter. And that’s why we’ve been able to pack our every contact…”

And,

4. Developed desire – the idea that the prospect is part of the experience and Hollywood Reporter community.

Finally, since the Hollywood Reporter found itself besieged by so much new competition, we created a comparison chart for its product against everything else. Plus we created a contrast with what all the other sources were missing.